THIS IS digit-ALL’s FIFTH AND FINAL ARTICLE IN A FIVE-PART SERIES ABOUT COMPANY BRANDING AND BRAND CONSISTENCY.
In this article, we’ll be quizzing you on what you’ve learned about consistent, good branding in Parts 1 through 4. As a quick refresher, those four parts covered:
- What is Branding and Why Does It Matter?
- What You Need Before Starting Your Company Branding
- The Problem with Inconsistent Branding
- How to Develop Brand Guidelines
Use your brand acumen to figure out what is wrong with these five examples. Answers will be posted below.
NOTE: All companies are made up and all images are sourced from Envato Elements.
Are you ready? Here we go!
The Good Branding / Bad Branding Quiz
- What is wrong with the image consistency of these two social media posts discussing the same topic, Leading By Example, from Example Company? (For reference, see our blog “What is Branding, and Why Does It Matter?”)
2. What is wrong with the tone consistency of these two social media posts from Example Company if the company’s purpose is to come across as thoughtful? (For reference, see our blog, “What You Need Before Starting Your Company Branding”)
4. The tone, the image, and the brand consistency have been fixed. What is the problem now regarding the three consecutive posts that have been posted? (For reference, see our blog, “The Problem with Inconsistent Branding”)
- The problem with the image consistency is the images used–one is a contemplative photo and the other is a happy and bright graphic. In our blog “What is Branding, and Why Does It Matter?,” we wrote: “It can build better recall for the company and its products; who doesn’t think about a gecko when they’re thinking about changing insurance companies?”
- The problem with tone consistency is one post is quoting Aristotle and the other one is calling the user Dude. Whether the post is on Facebook, LinkedIn, or any other platform, the change in tone should never be drastic. Either embrace your inner philosopher or your inner surfer, not both. Unless your Keanu Reeves. In our blog “What You Need Before Starting Your Company Branding,” we wrote this about tone: “Inconsistent tone makes a company come across as flakey, and worse, may lead to customers thinking you won’t be a good investment for their money.”
- The problem with brand consistency is the many names it is using and the different logos it is using. Is it Example Company, Example Co, or The Example Company, Inc.? Also the black and white modern smiley face has been switched out for a traditional blue smiley face. In our blog “The Problem with Inconsistent Branding,” we wrote: “By creating brand consistency, customers will understand what to expect from your company. When customer expectations are being met, loyalty and trust and sales grow.”
- The three consecutive posts show that it has been four months between the first and second posts and four weeks between the second and third posts. You don’t need to post every day, but you do need to make sure your feed is consistent and isn’t growing cobwebs! In our blog “The Problem with Inconsistent Branding,” we wrote: “You need to post on social media and your blog in a consistent manner as part of a consistent brand. This doesn’t mean daily, but you also shouldn’t drop off the face of the earth for a month. In terms of your email marketing, definitely don’t send an email every few months. There are a lot of companies vying for attention in the digital world, and going radio silent will not help your brand.”
- The last question has two problems: 1) Halloween is misspelled in the October 10 caption and 2) the post never names what it sells as a product or a service. In our blog “The Problem with Inconsistent Branding,” we wrote: “The brand doesn’t know how to deliver on the product or service’s unique selling proposition (USP) and relies on trying to sell everything to everyone.”
We hope you passed the quiz with flying colors! If you had any problems, or still don’t know quite what it means to have a consistent tone or a Unique Selling Proposition, send us a message! We can help.
In the meantime, we loved sharing with you a small part of what it means to be an effective brand. As you went through the series, we hope you were able to see that
1) branding matters
2) your company’s mission statement and values figure into your branding
3) inconsistent branding is the same as no branding (or worse!)
4) branding guidelines will help you and your employees stay consistent with your branding
OTHER ARTICLES IN THIS SERIES:
digit-ALL is a full-service marketing company that focuses on the people side of marketing. We focus on company branding, websites, social media, blogs, newsletters, and even corporate event planning. We’re here to help when you’re ready for it.